Is your brand open and transparent? Dominos Pizza apparently is. It listened to its customers, it determined that its pizza quality was down and then admitted that truth to its customers - the company then set about improving the quality of its pizzas. Result? A 14.3% same-store sales hike for the first quarter. "Our new and inspired pizza has been a home run for us," said Domino's President-CEO Patrick Doyle. "We responded to consumers who asked that we make our pizza better, we listened to our harshest critics, took their criticism to heart and we produced a pizza that they and our loyal customers could all love."
What worked for the Dominos brand ad campaign around the higher quality pizza, included a good mix of print media, taste tests on morning news shows and a reach out to bloggers. [Not all of whom agreed that there was any improvement.] Whether the brand can keep those sales numbers up remains to be seen, but in the meantime the campaign succeeded in generating a massive trial of its pizzas and awareness - not least in Twitter: